It's all about what fits the job. Minitrucks are super popular in the USA now, and the Toyota Tacoma (a little smaller than the Hilux) is worth so much used it has almost no depreciation even at 200,000 mi. Though the kind of work the F150 is meant for involves large things (wood beams, bulky equipment, looooong items, and so on) that are probably sized differently in Europe or are trailered instead, which makes it overkill over there to have an F150 if your stuff fits in a small van.